Cameron Black was born completely blind. But it didn’t stop him from having big dreams — specifically, of being a sports broadcaster. On April 21, 2023, Michelob ULTRA made his dream a reality. We worked with Cameron over the course of a year to develop a groundbreaking, multisensorial technology that allowed him to fully experience and commentate a game. Through data and A.I., he was able to understand and feel every gameplay moment and every movement. And he got to share his views with millions of sports fans.

And our partnership with Cameron during the NBA Playoffs is only the beginning of a larger commitment to accessibility. In October 2023, Michelob ULTRA will make this technology available to everyone, with a free app that uses sound, haptics, and spatial audio, specially designed for the visually impaired. Our mission will extend beyond basketball to the worlds of soccer, football, and baseball.

AWARDS: 2024 EMMY winner | 2024 ONE SHOW #1 Ranked work, 3 Best of Discipline | 2023 Cannes Lions GRAND PRIX, Gold, Silver (3), Bronze (2) |
2024 D&AD Yellow (2), Graphite, Wood (2) | ADC #1 ranked work, 3 Best of, Gold (9), Silver (3), Bronze (3)